Online research... and all that Jazz!

Date of publication: October 19, 2010


It is difficult, if not impossible, to determine the representative qualities of online data. The probabilistic models that once underpinned our research are re-visited. This paper takes a hard look at the use of behavioral profiling of respondents to augment the old and create new representative sampling frames. We are at a crossroad; either we ground our research with proper theory or we lose to those who claim to read the wisdom of crowds.

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